Marketing Strategy: What is a Brand

January 22, 2012

What is a brandby Justine Parsons

What is a brand?
A brand is more than just your company’s image. It is how customers relate to you and how they recognise you, it is the emotional and psychological connection you have with your customers. To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand marketing strategies through your company at every point of public contact.

What is a brand?
Your brand is your connection with clients and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.

What is a brand?
Branding benefits your business on both an internal and external level. Externally, you create an identity that resonates with customers. You form emotional relationships with customers. That’s important because people don’t buy products logically, they buy with their emotions. Internally, you have an understanding of what you are about, a focus. All decisions, not just marketing, are made in alignment with the brand. Over time, you build a stronger business identity.

Why branding is the foundation on which your marketing strategy is built.

  • Branding delivers the message clearly
  • Branding confirms your credibility
  • Branding connects your target prospects emotionally
  • Branding improves customer loyalty
  • Branding influences the purchase decision
  • Branding creates an instant point of recognition

Your brand should be clearly identified in the following areas:

  • Social media networks
  • Online surveys
  • Newsletters
  • Blogs
  • Business stationery
  • Email signatures

Are you reading this article, thinking that some of your documents or profiles need to be updated, but don’t have time to tackle this for a while? Give me a call (+64 9 2991689) or email me and I can take care of your brand identity for you – together we can ensure that no matter where your business is seen by customers and prospects, they are seeing brand continuity.

Further reading: Consistent Documents Using MS Word Templates

Are you happy with your brand? What would you change? Comment below to share your thoughts, advice and ideas.

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